Service 06 · Branding
Branding decided before it’s drawn.
We start with a strategy you approve. Then we design your logo, colors and type, and write the rules for using them. You get every file, the font licenses and the rights, in your name.
8 steps
from your audience to the final files
1 strategy
approved in writing before anyone draws a logo
Your name
on the files, the font licenses and the rights
How we work
Eight steps, in this order.
First we agree on the strategy, then we draw. Each step ends with your approval in writing.
First call
We learn why you need a brand now, who you sell to and where the brand will live.
You get
A written summary.
We need from you
Your goals and your current materials.
Work order
We put the scope, price and delivery date in writing, along with how many concepts and rounds of changes you get.
You get
The work order.
We need from you
Your signature.
Discovery and strategy
We interview your leaders and a few customers, and review your competitors. Then we define the positioning, the personality and what the brand is not.
You get
A brand platform of one to three pages.
We need from you
Your approval in writing. We start drawing only after we have it.
Direction
We put together two or three mood boards, one idea each, so you can pick a direction before we draw a logo.
You get
The mood boards.
We need from you
Your choice of one.
Concepts
We show you the logo concepts in black and white first, then in real use and at the size of a browser tab. We also search public trademark databases for obvious conflicts.
You get
The concepts, shown in use.
We need from you
Your choice of one.
System
We set the colors in every format, pick the typefaces with their licenses and write the rules for icons and images. We also test the system with people from your audience.
You get
The complete identity system.
We need from you
Your feedback, in one list per round.
Guidelines
We write digital and PDF guidelines, make templates for the pieces you use every day and spell out who approves what.
You get
The guidelines and the templates.
We need from you
Approval of the guidelines.
Handover
We hand over every file, editable and final, plus the font licenses in your name and a signed transfer of the rights.
You get
The full set of files and a launch checklist.
We need from you
Confirmation that you can open every file.
What’s included
Every file, in your name.
- A brand platform: positioning, personality and what the brand is not
- Mood boards, and logo concepts shown in real use
- Logo suite: primary, horizontal, symbol, one-color and reversed
- SVG, PDF, EPS and PNG files
- Favicon, app icon and social media avatars
- Colors in HEX, RGB, CMYK and Pantone, with accessible pairings marked
- Typefaces with licenses in your name
- Digital and PDF guidelines, and templates
- Editable source files
- A note on the preliminary trademark search
- A signed transfer of the rights
Before you ask
The questions we hear most.
How many concepts and rounds of changes do I get?
We write the number in your work order before we start, along with what counts as a round.
Will I own it?
Yes. You get a signed transfer of the rights, every source file and fonts licensed to you.
Can you guarantee nobody has a similar logo?
Nobody can. We search public databases for obvious conflicts and recommend a trademark lawyer to clear it.
How long will it take?
The dates are in your work order, step by step, including how many days you have for each review.
Will it work on a small screen?
Yes. We test every logo at the size of a browser tab and check every color pairing against WCAG 2.2.
Get your price and date.
Tell us what you need. Before we start, we’ll send you the scope, the price and the delivery date in writing.
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